Link/unlink Google Ads and Analytics

Linking your Google Ads account to your Analytics property lets you see the full customer cycle, from how they interact with your marketing (e.g., seeing ad impressions, clicking ads) to how they finally complete the goals you’ve set for them on your site (e.g., making purchases, consuming content).

Link Google Ads and Analytics

Note: These permissions are only required for the linking process. After you've created the link, the permissions can be modified or removed entirely.

The linking wizard makes it easy to link your Google Ads account(s) to multiple views of your Analytics property. If you have multiple Analytics properties that want to link to your Google Ads account(s), complete the linking process for each property.

If you want to link only some managed accounts, expand the manager account, then select each of the managed Google Ads accounts that you want to link. Or, click All Linkable to select all of managed Google Ads accounts, and then deselect individual accounts.

Turn linking ON for each view in the property in which you want Google Ads data.

Optionally, select Enable Google Display Network Impression Reporting to also include that data in each view.

Keep in mind, if you delete a link group, all data will stop flowing between your Google Ads and Analytics accounts:

Google Ads data (such as clicks, impressions, CPC, etc.) will no longer be visible in Analytics reports. Session data up until the time you unlink the account will still be available. Any new sessions that result from clicks in these linked Google Ads accounts after you have unlinked will appear in Analytics reports as (not set).